Faculty & Staff

Yi-Ru Regina Chen

Associate Professor

(BA Kaohsiung Taiwan, MA Maryland, PhD Maryland)

Dr Yi-Ru Regina Chen (PhD, MA: University of Maryland, College Park) is an assistant professor in public relations. She also serves as the associated director of the School’s Centre for Media and Communication Management, primarily to oversee one of the Centre’s landmark talk series, Public Relations Series.

Dr Chen’s research focuses on how public relations can bring mutual values to various organizations (corporations, NPOs, governments) and stakeholders via strategic communication, especially in the context of greater China. Her research interests include government relations and public communication, public engagement on mediated social communication in China, and CSR and public trust in business. She is the 2006 Bob Heath Top Paper winner (ICA, PR Division) and the 2015 Page Legacy Scholar (Author W. Page Center). Her work has been published (or accepted for publication) in Journal of Medical Internet Research, Journalism and Mass Communication Quarterly, Journal of Public Relations Research, Public Relations Review, Information, Communication & Society, Communication Research Report, Journal of Communication Management, Cogent Social Sciences, and Business Yearbook.

Research Interests

  • Strategic communication
  • Social media engagement
  • Corporate social responsibility and trust in business
  • Government affairs
  • Role of information and communication technologies (ICT) in social isolation among elderly

Awarded Grants

  • 2016/2017: Principal Investigator, Germany/Hong Kong Joint Research Scheme, Research Grant Committee, Hong Kong Government: Comparative strategic communication research.
  • 2016/2017: Principal Investigator, Page and Johnson Legacy Scholar Grant [in The Joint Faculty-Practitioner Category], the Arthur W. Page Center at the Penn State University: Transforming CSR: Creating shared value, trust and perceived CEO quality in the US, Germany and China (USD$10,000; No. 1617FP05; One of the four funded projects).
  • 2015/2016: Co-Investigator, Page and Johnson Legacy Scholar Grant, the Arthur W. Page Center at the Penn State University: Exploring the interplay of corporate social responsibility, trust, creating shared value, and public supportive behavior: A comparison study on the United States and China (USD$8,000; 1516OP11; 07/2015-06/2016).
  • 2014/2015: Co-Investigator, Multi-Year Research Level 2 Grant, University of Macau: The Paradigm Shift of Journalistic Professionalism under Media Convergence: The Case of Southern Media Group in China (MOD$165,400; MYRG2015-00139-FSS; 04/2015-04/2018)
  • 2014/2015: Co-Investigator, Australia-China Council Grant, Australia Government (2014): Exchanging knowledge about the impact of micro-blogging on newsroom cultures in China and Australia (AU$20,000).
  • 2013/2014: Principal Investigator, Faculty Research Grant II, Hong Kong Baptist University (2014): The rise of micro-blogging and the fall of the morning newspaper in news agenda setting: A comparison of Mainland China and Australia (HK$77,387).
  • 2011/2012: Principal Investigator, Faculty Research Grant II, Hong Kong Baptist University: Exploring factors for Facebook-mediated rumor transmission (HK$55,680).
  • 2011/2012: Principal Investigator, Research Program, Centre for Media and Communication Management, Hong Kong Baptist University (2011): Corporate social responsibility communication governance in Hong Kong and Germany (HK$70,000).
  • 2011/2012: Principal Investigator, Faculty Research Grant II, Hong Kong Baptist University: Toward an Environmental Scanning Model in China: How Corporations Culturally Gather and Interpret Information for the Practice of Strategic Government Affairs (HK$98,800).
  • 2005/2006: Principal Investigator, Multiple-Year Research Grant, University of Macau: Effective Public Communication in Macao: The Communicative Relationship among the Government, the Media, and Community Leaders (MOP$96,200).
  • 2004/2005: Principal Investigator, Multiple-Year Research Grant, University of Macau: Effective Public Communication in Macao: Excellent Public Relations and Effective Organizations: A Study of Communication Management in Macao and Guangzhou, China (MOP$115,900).

Honors & Awards

  • 2017: Page Legacy Scholar
  • 2016: Research Fellow (inaugural class), Behavioral Insights Research Center, Institute for Public Relations, United States
  • 2016: Page Legacy Scholar
  • 2015: Page Legacy Scholar (Arthur W. Page Center)
  • 2015: Koichi Yamaura International Strategic Communication Award, 18th International Public Relations Research Conference (IPRRC)
  • 2014: Best Faculty Papers, Public Relations Division, International Communication Association (ICA)
  • 2010: Commendation, The Gold Standard Awards (category: Leadership and Development) from Public Affairs Asia
  • 2006: Robert Heath Top Paper Award (the Top Division Paper), Public Relations Division, International Communication Association (ICA)

Peer-Reviewed Journal Articles

  • Chen, Y. R. (Published online on August 4, 2017). Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality and purchase intention: A study of WeChat in China. Public Relations Review. DOI: 10.1016/j.pubrev.2017.07.005
  • Chen, Y. R. (Published online on August 2, 2017). Strategic donor engagement on mobile social networking sites in China: A study of Chinese millennial WeChat users. Chinese Journal of Communication. DOI: 10.1080/17544750.2017.1357642
  • Oh, H. J., Chen, Y. R., & Hung-Baesecke, C. F. J. (Accepted on July 24, 2017). Exploring effects of CSR initiatives in strategic post-crisis communication among millennials in China and South Korea. International Journal of Strategic Communication, 11(5).
  • Hung-Baesecke, C. F. J., Chen, Y. R., Stacks, D. S., Coombs, W. T., & Boyd, B. (Accepted on June 27, 2017). Creating shared value, public trust, supportive behavior, and communication preferences: A comparison study in the United States and China. Public Relations Journal.
  • Sheer, V. C., Mao, C., & Chen, Y. R. (2017). Focus group findings of smoking onset among male youth in China. Substance Use & Misuse, 52, 886-874.
  • Chen, Y. R., Hung-Baesecke, C. J. F., & Kim, J.-N. (2017). Identifying active hot-issue communicators and subgroup identifiers: Examining the situational theory of problem solving. Journalism and Mass Communication Quarterly, 94, 124 -147.
  • Hung-Baesecke, C. J. F., Chen, Y. R., & Boyd, B. (2016). Corporate social responsibility, media source preference, trust, and public engagement: The informed public’s perspective. Public Relations Review,42, 591-599.
  • Chen, Y. R., & Schulz, P. J. (2016). The effect of information communication technology on reducing social isolation of the elderly: A systematic review. Journal of Medical and Internet Research, 18(1), e18. Doi: 10.2196/jmir.4596 [SCI Expanded (open soursed); 11 pages]
  • Bowen, S., Hung-Baesecke, C. J. F., & Chen, Y. R. (2016). Ethics as a precursor to organization-public relationships: Building trust before and during the OPR model. Cogent Social Sciences, 2(1), 1141467. Doi: 10.1080/23311886.2016.1141467 [open-sourced,19 pages]
  • Chen, Y. R., & Fu, J. (2016). How to be heard on microblogs? Nonprofit organization‘s follower networks and post features for information diffusion in China. Information, Communication & Society, 19(7), 978-993.
  • Chen, Y. R., & Hung-Baesecke, C. J. F. (2014). Examining the internal aspect of corporate social responsibility (CSR): Leader behavior and employee CSR participation. Communication Research Reports, 31(2), 210-220.
  • Chen, Y. R. (2013). Exploring environmental scanning for China’s political information: A government official's perspective. Public Relations Review, 39, 581-583.
  • Chen, Y. R. (2013). Effective communication and frame persuasiveness for food safety controversies: The young male consumer’s perspective. Journal of US-China Public Administration, 10, 886-900.
  • Hung, C. J. F., & Chen, Y. R. (2009). Types and dimensions of organization-public relationships in greater China. Public Relations Review, 35, 181-186.
  • Chen, Y. R. (2007). The strategic management of government affairs in China: How multinational corporations in China interact with the Chinese government. Journal of Public Relations Research, 19, 283-306.
  • Chen, Y. R. (2004). Effective public affairs in China: MNC-government bargaining power, corporate strategies for influencing foreign business policy formulation. Journal of Communication Management, 8, 395-413.
  • Chen, Y. R. (2003). An integrated approach to risk management: Combining public relations, risk communication, and political communication. In J. Biberman & A. Alkhafaji (Eds.), Business research yearbook: Global business perspectives, 5, 944-948. Saline, MI: McNaughton & Gunn.

Book

Book Chapters

  • Chen, Y. R. (in press). Engagement in corporate communication on social media in China. In K. Johnston & M. Taylor (Eds), Handbook of communication engagement. Hoboken, NJ: John Wiley & Sons.
  • Hung-Baesecke, C. J. F., & Chen, Y. R. (2015). Revisiting cultivation strategies in relationship management in the Chinese societies. In J. Ledingham, E. Ki, & J-N. Kim (Eds.), Public relations as relationship management (2nd Vol.). London, UK: Taylor and Francis.
  • Hung-Baesecke, C. J. F., & Chen, Y. R. (2014). China. In T. Watson (Ed.), Asian perspectives on the development of public relations: Other voices (pp. 20-33). New York: Palgrave Macmillan.
  • Hung-Baesecke, C. J. F., & Chen, Y. R. (2013). The effects of organization-public relationship types and quality on crisis attributes: A study on Facebook. In K. Sriramesh, A. Zerfass, & J.-N. Kim (Eds.), Current trends and emerging topics in public relations and communication management (pp. 225-243). New York: Routledge.
  • Chen, Y. R. (2013). The strategic management of government affairs in China: How multinational corporations in China interact with the Chinese government. In P. Harris (Ed.), Public affairs management: Volume three – Globalization (pp. 245-267). London: Sage. (Reprint)
  • Chen, Y. R. (2009). MNC-Government relations and corporate political strategies of MNCs in China. In C. McGrath (Ed.), Interest groups & lobbying: Volume Three – Latin America, Africa, the Middle East, and Asia (pp. 263-293). London, UK: Edwin Mellen Press.
  • Chen, Y. R. (2009). Hospital community relations: A public relations perspective. In R. Ma (Ed.), Health Communication and public health. Hong Kong, China: Hong Kong Education Press. [in Chinese]
  • Chen, Y. R. (2006). Effective government affairs in China: Antecedents, strategies, and outcomes of government affairs. In E. L. Toth (Ed.), The future of excellence in public relations and communication management: Challenges for the next generation (pp. 477-506). Hillsdale, NJ: Lawrence Erlbaum Associate.
  • Hung, C. F., & Chen, Y. R. (2004). Glocalization: Public relations in China in the era of change. In K. Sriramesh (Ed.), Public relations in Asia: An anthology (pp. 29-62). Singapore: Thomson Learning.

Research Reports

Chen, Y. R., & Hung-Baesecke, C. J. F. (2012). The effect of management leadership on employee CSR participation for BASF. Report prepared for BASF Asian Headquarters, Hong Kong. [BASF is the largest chemical company worldwide].

White Papers

Chen, Y. R. (2006). Public relations education in Macau. The White Paper on the Twenty-Year Public Relations Education in China (pp. 67-72). Beijing, China: China International Public Relations Association. [in Chinese].

Articles in Newspapers & Professional Magazines

  • Chen, Y. R., & Hung-Baesecke, C. J. F. (2014, October). Dealing with the dark side of being social. Communications Directors Asia Pacific, 1, 22-25.
  • Chen, Y. R. (2010, October 22). Effective/Strategic corporate social responsibility practices. Hong Kong Economic Times, A36. [in Chinese].
  • Chen, Y. R. (2006). Communication is not just disseminating information: Communication management of an organization. Macao Daily, p. E06. [in Chinese].
  • Chen, Y. R. (2005). Cover story: James E. Grunig, Larissa A. Grunig, and excellent public relations. PR Magazine, 3, 22-24. Beijing, China: China International Public Relations Association. [in Chinese].

Refereed Conference Presentations (in five years)

  • Chen, Y. R. (2016, July). Factors influencing consumer engagement in mobile SNS: A study of WeChat in China. Paper to be presented at the annual conference of International Public Relations Symposium, Bled, Slovenia.
  • Chen, Y. R., & Hung-Baesecke, C. J. F. (2016, June). Testing CSR as a trust driver among Millennials and non-Millennials in developed and BRIC countries. Paper to be presented at the Annual Conference of International Communication Association, Fukuoka, Japan.
  • Chen, Y. R., Yang, C., Jin, Y., Hung-Baesecke, C. J. F., & Li, A. (2016, June). Corporate WeChat communication in China: Examining institutional factors, media richness, content type, and public engagement. Paper to be presented at the Annual Conference of International Communication Association, Fukuoka, Japan.
  • Hung-Baesecke, C. J. F., Stacks, D. W., Coombs, W. T., Chen, Y. R., & Boyd, B. (2016, March). The effects of corporate social responsibility and creating shared value on public trust, and public supportive behavior: A comparison. Paper to be presented at the 19th International Public Relations Research Conference, Miami, FL.
  • Hung-Baesecke, C. J. F., Chen, Y. R., Macnamara, J., Zerfass, A., & Boyd, B. (2016, January). Social media competence and public trust in Chinese speaking region and the Oceania: A comparison study. Paper presented at the 8th International Public Relations Research and Advertising Forum, Wellington, New Zealand.
  • Hung-Baesecke, C. J. F., & Chen, Y. R. (2015, July). Corporate social responsibility, trust, media source preference, and public engagement: The informed public’s perspective. Paper presented at the annual conference of International Public Relations Symposium, Bled, Slovenia.
  • Chen, Y. R., & Fu, J. S. (2015, May). An exploratory study of NPOs’ microblogging in China: Predictors of followers and retweets of NPO Weibo accounts. Paper presented at the annual conference of International Communication Association, San Juan, Puerto Rico.
  • Hung-Baesecke, C. J. F., Chen, Y. R., & Kim, J-N. (2015, March). Social amplification of problem chain-recognition effect on public policies: Escalated issue spillover from government distrust and media use. Paper to be presented at the 18th International Public Relations Research Conference, Miami, FL. (Winner of Koichi Yamamura International Strategic Communication Award)
  • Chen, Y. R., & Hung-Baesecke, C. J. F. (2014, August). Examining Corporate Social Responsibility (CSR) communication inside-out: CSR communication governance and effectiveness in China. Paper presented at the 7th International Public Relations Research and Advertising Forum, Bangkok, Thailand.
  • Chen, Y. R., Hung-Baesecke, C. J. F., & Kim, J-N. (2014, May). Identifying active hot-issue communicators and subgroup identifiers: Examining the situational theory of problem solving. Paper presented in the Annual Conference of International Communication Association, SA. (Best Faculty Papers)
  • Chen, Y. R., Hung-Baesecke, C. J. F., & Muller, M. (2013, March). Governance of CSR communication: An international benchmark study on organizational structures enabling and restricting corporate social responsibility communication. Paper presented at the 16th International Public Relations Research Conference, Miami, FL.
  • Chen, Y. R. (2012, October). Risk profile of food risks and effective communication frames: The case of US beef imports to Taiwan. Paper presented at the International Public Relations Summit, Bali, Indonesia.
  • Chen, Y. R. (2012, May). Information source importance, quality evaluation, and scanning for China’s political environment: A government official’s perspective. Paper presented at the 62nd Annual Conference of International Communication Association, Phoenix, AZ.
  • Hung, C. J. F., & Chen, Y. R. (2012, March). The effects of leadership on CSR initiatives in a cross-cultural context. Paper presented at the 15th International Public Relations Research Conference, Miami, FL.

Courses taught

  • Public Relations Principles and Practices
  • Digital Public Relations
  • Strategic Issues and Reputation Management
  • Public Relations and Advertising Campaign Planning 
  • Strategic Public Relations and Crisis Management
  • Introduction to Public Relations and Advertising
  • Public Relations Writing
  • Public Relations and Advertising Practicum
  • Communication Project Management
  • Intercultural Communication

Contact

Address

Department of Communication Studies
Hong Kong Baptist University
5 Hereford Road,
Communication and Visual Arts Building,
Kowloon Tong, Kowloon
HONG KONG

Tel

+852 3411 5057

Fax

+852 3411 7890

Email

yrchen@hkbu.edu.hk